value and priceWe’ve been led to believe the customer will always pay us the amount we want if we only show them the value they’ll receive.

And if we can get the two to equal, then we have a sale.

It’s time to blow that idea out of the water.

Sorry, it’s not fact. It’s only a myth and I’ll tell you why.

Customers always want to feel they’re getting the best deal possible.  Nothing new with that idea, right? We all do it and we all have a defense mechanism that kicks in anytime we believe we’re not getting what we believe is a good deal.

The problem is this creates a disconnect between buyer and seller.  The challenge we have as salespeople is to accept that the selling concept of “price equals value” is just that a myth.

It’s time we look at it differently.

The objective we have as salespeople is to present a compelling value picture for the customer. We must recognize, though, what creates the  trigger as to why they will buy.

The sales concept we should be embracing and working with is the customer will only pay an amount that is equal to or LESS than the perceived benefits they believe they will gain from what it is you’re selling.  The key word is “less,” because customers want to believe they’re getting a deal.

What this means is customers want to understand the benefits they will receive, but in the end pay an amount they feel is less than the value.

For some salespeople, this may sound like I’m advocating selling cheap.  No, I’m all about getting the full price that I as a salesperson want to receive.  Challenge lies in being able to create enough value in the eyes of the customer that they see the price we’re asking as being a good deal.

Our challenge in sales is how do we make the customer see value.

That is done best by maximizing the level of confidence the customer has in what it is we say and what it is we’re offering.

When we increase the level of confidence the customer has, they will then be able to equate the price we’re asking as being a good deal for the value they will receive.

Copyright 2013, Mark Hunter “The Sales Hunter.” Sales Motivation Blog.

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